THE OHIO STATE UNIVERSITYFisher College of Business

M&L 3250: Principles of MarketingAUTUMN 2013

Professor: Dr. Rebecca NaylorOffice: 538 Fisher HallPhone: (614) 247-6433email: naylor_53@fisher.osu.eduOffice hours: Mondays and Wednesdays 1:00 – 2:00 PM and by appointment Lecture: Monday, 3:00 PM – 4:50 PM, Schoenbaum Hall 105

COURSE OBJECTIVES

This course provides students with an overview of the marketing function with an emphasis on creating value through marketing, market research, consumer behavior, pricing strategies, marketing channels, and various methods of promotion.

LEARNING OBJECTIVES

– To understand the role of marketing within society and within an economic system. – To learn the vital role of marketing within a firm and the necessary relationships between

marketing and the other functional areas of business. – To consider the various decision areas within marketing and the tools and methods used by

marketing managers for making decisions. – To learn key marketing principles and terminology. Because this is a survey course, there is

an emphasis on basic terminology and concepts. – To appreciate how a marketing perspective is important in your own personal and

professional development.

COURSE FORMAT

This course is a hybrid course. "Hybrid" or "blended" are names commonly used to describe courses in which some traditional face-to-face "seat time" has been replaced by online learning activities. The purpose of a hybrid course is to take advantage of the best features of both face-to-face and online learning.

In our class, 55 minutes of seat time have been replaced with online learning. In addition to this time outside of the classroom, you are also expected to complete the work outside of class that you would typically expect for a three hour course – approximately six hours of outside of class time (e.g., completing readings and assignments). It's recommended that you schedule your time in advance each week to login to complete you work. This will help keep you from falling behind. Your online work will be completed using the MyMarketing Lab website described in detail in this syllabus.

REQUIRED COURSE MATERIALS AND PURCHASE OPTIONS

You are required to purchase the following textbook (either as a hardcopy or as an e-text) AND access to the MyMarketing Lab software. You may do so either directly from the Publisher (Option A below) or from the OSU bookstore (Option B below).

TEXTBOOK with MyMarketing Lab

Kotler, Philip and Gary Armstrong (2014), Principles of Marketing, 15th Edition, Pearson.

Purchase Option A: The Less Expensive Option – Direct from Pearson, the Publisher

1. Go to www.pearsonmylab.com (or www.pearsonmylabandmastering.com)2. Click “Get Started” in the “Students” menu3. Click “Register for your course” and become familiar with the information shown4. When you are comfortable with the information provided, go back to the home page at

www.pearsonmylab.com (or www.pearsonmylabandmastering.com)5. Click “Student” in the “Register” block6. When asked for the Course ID, enter naylor229587. Sign in or Create an account8. Pay for access to the online course . . . student choices are:

o MyMarketing Lab Access + e-Textbook (~ $80.00)o MyMarketing Lab Access + Binder Ring Textbook (~ $85.00)

Purchase Option B: The More Expensive Option – Through the OSU Bookstore

1

ISBN-13: 9780133255416

MyMarketing Lab Access +

Print Hardbound Textbook ~ $250.00

2

ISBN-13: 9780133451139

MyMarketing Lab Access +

Print Binder Ring Textbook ~ $165.00

3ISBN-13: 9780133250206

MyMarketing Lab Access + e-Textbook ~ $104.00

NOTE: Option A materials can also be purchased from the Pearson bookstore at www.mypearsonstore.com, which offers free ground shipping and a 10% discount when students sign up to become a member.

CLASS POLICIES

Attendance and Participation:

Attendance and participation are very important in creating a class environment that is both interesting and meaningful to the student. You should attend class regularly and be on time. Be prepared to ask and answer questions.

Fisher College of Business strongly enforces University attendance policies. As per University rule 3335-8-33, any student may be disenrolled from a course for failure to attend by the first Friday of the term, or by the 3rd instructional day of the term, or by the second class meeting, whichever occurs first.

http://trustees.osu.edu/rules/university-rules/rules8/ru8-33.html

Classroom Conduct:

This course should be exciting, challenging, and fun for everyone. In order to encourage this process, there are certain rules about your conduct in the classroom:

When you come to class, be prepared to actively participate. The classroom is not the place to sleep, chat with friends, read the paper, do crossword puzzles, etc.

Turn your cell phones off when you enter the classroom. Come to class ON TIME (this is a personal pet peeve of mine!). Be respectful when your classmates are speaking – let other people finish when they

speak and carefully listen to what they have to say. You do not have to agree with everything others say, but you should respect their opinion.

TIPS FOR SUCCESS

How to think about this course:

The material in introductory courses like Principles of Marketing and Principles of Psychology often seems very familiar (unlike subjects such as physics or chemistry). Unfortunately, this familiarity can give students a false sense of security in a feeling that they have mastered the material with relatively little effort. These students frequently lament that “the test and lecture are just common sense but somehow I failed the exam.” Expect test questions to probe for more depth and detail than you can easily handle with a light skimming of the text and a passive listening to lectures.

Who to contact for what and more Tips for Success:

Questions about your grades in the MyMarketing Lab Gradebook: Teaching Assistant, Lauren Iacone (iacone_1@fisher.osu.edu). Lauren is an MBA student at Fisher. She will manage the online MyMarketing Lab Gradebook. Please note that the “Grade to Date” in the MyMarketing Lab Gradebook does NOT reflect your actual grade in the course because of the way the grades are weighted (please see next page of the syllabus for details on how grade calculations). Lauren will hold office hours on Wednesdays from 12:00-3:00PM in Fisher Hall 050.

General questions about the course material (either the MyMarketing Lab content or the –in-class content): Teaching Assistant, Sam Myers (myers.1174@buckeyemail.osu.edu). Sam is an undergraduate marketing major at Fisher. Sam will hold office hours on Mondays and Tuesdays from 12:30-2:00PM in Fisher Hall 050.

Lauren will also be available to answer questions about the course material.

Questions about your extra credit points: Behavioral Lab Manager, Stephanie Marshall (marshall_669@fisher.osu.edu). Extra credit points will not appear in the Gradebook for this course until the END of the semester.

Questions only the professor can answer: If you have a question that neither of the TA’s can answer, the best way to reach me outside class is via email (naylor_53@fisher.osu.edu). You can also attend my office hours. If you cannot attend my officially scheduled office hours (Mondays and Wednesdays, 1-2 PM), you can email me to set up an appointment at an alternate time.

I strongly encourage you to contact Lauren Iacone directly if you have a question about your grade in the MyMarketing Lab Gradebook or Stephanie Marshall if you have a question about your extra credit, as I will forward these types of questions on to them.

Questions/technical issues with MyMarketing Lab: If you need technical support for MyMarketing Lab, you may contact their tech support directly via phone (800) 677-6337, Monday through Friday, Noon to 8PM EST. You also have access to their tech support online: http://www.mymktlab.com/Student_Support.

Please note that if you have a technical issue with MyMarketing Lab that prevents you from completing an assignment online, you MUST have an incident number from the MyMarketing Lab support team in order to receive credit for the assignment if it is turned in late. An incident number is generated any time you contact them for assistance.

EVALUATION METHODS

There will be four types of grades in this course and a total of 500 points.

1. There will be a mid-term exam and a cumulative final exam held during the scheduled final exam period for our course. There will be no make-up exams for any student. Exams will be multiple choice and will cover material from the text, from MyMarketing Lab, and from class discussion/class slides.

2. Registration for MyMarketing Lab and completion of week 1 practice assignments. 3. 10 Assessment Assignments in MyMarketing Lab4. 10 Preparation Assignments in MyMarketing Lab

Information on MyMarketing Lab follows on the next page.

Requirement Points PossibleRegistration for MyMarketing Lab and completion of week 1 practice assignments 30 points10 Weekly Assessment Assignments in MyMarketing Lab 10 points each x 10 = 100 points total10 Weekly Preparation Assignments in MyMarketing Lab 10 points each x 10 = 100 points totalMid-term Exam 120 points

Cumulative Final Exam 150 points Total Possible Points 500 points total in course

The following grading scale will be used to assign final grades. The scale may be lowered if warranted, but it will not be raised. Once the final course grading scale is set, it is set in stone. If you miss the next highest grade by one point you will have my sympathy - but I will not change your grade!1

A = 93 – 100%; 463-500 points C+ = 77 – 79.9%; 383 - 397 points

A- = 90 – 92.9%; 448 - 462 points C = 73 – 76.9%; 363 - 382 pointsB+ = 87 – 89.9%; 433 - 447 points C - = 70 – 72.9%; 348 - 362 points

B = 83 – 86.9%; 413 - 432 points D+ = 67 – 69.9%; 333 - 347 pointsB- = 80 – 82.9%; 398 - 412 points D = 63 – 66.9%; 313 - 332 points

F = 62.4% or below; < 312 points MYMARKETING LAB

1 I am not in the habit of changing grades unless I’ve made a math error. If you feel that you have been graded unfairly, please make a written case for why you feel the grade is wrong (i.e., why your answer should be correct) and submit it to me within two class periods after the assignment or test was returned. I will NOT change a grade if you just come to me and verbally complain. If you submit a written appeal, I do not promise to change your grade, but I promise to consider your appeal carefully and fairly.

You will be responsible for completing two types of assignments after most class periods: (1) Assessment Assignments and (2) Preparation Assignments. Please see the course calendar to see which weeks you are required to complete these assignments!

Assessment Assignments are designed to assess your mastery of the material we covered in the class period that has just ended. They will also give you a chance to apply what you have learned. For each chapter we have covered in class in a given week, you will do three assessment assignments on MyMarketing Lab:

1. Video exercise – You will watch a short video about a real company and its marketing strategy, and then answer five questions about the video content.

2. Simulation exercise – You will participate in a simulation of a real marketing problem and will choose the actions you would take in these scenarios, which are designed to simulate real-time marketing decision making

3. Comprehensive exam – You will answer 15 questions designed to assess your mastery of the text content.

You will receive a raw score for each of these assignments. Most assessment weeks you will have two chapters, so you will have six assignments (two of each type). On some assessment weeks, you will have only one chapter, so you will have three assignments. Your overall score each week will be an average of your percentage score on all the assignments for that week (regardless of whether there are three or six). For example, if you earn an average of 88% on all of your assessment assignments for the week, you will receive 8.8 points out of 10 points for your Assessment Assignments that week. You must complete the assessment assignments for all chapters by 11:45 PM the night before the next class in order to receive credit

Preparation Assignments are designed to prepare you for the material we will cover in the NEXT class period. For every chapter we will cover in the next class period, you will do the following:

Step 1: Read the chapter text (from either the e-text on MyMarketing Lab or the hard copy of the textbook).Step 2: Complete the Study Plan on MyMarketing Lab – The Study Plan will ask you to take a pre-test over the material, review your answers, and then take a post-test after reviewing the questions you answered incorrectly.

Preparation assignments are graded. You must earn at least an 80% on the post-test to get credit for completing the preparation assignment. For some chapters, this will be getting 13 out of 16 questions correct, and for other chapters this will be 16 out of 20 questions. As long as you earn 80% on the post-test, you will earn 10 out of 10 points for your Preparation Assignment for that week (regardless of whether you earn an 80% or a 100% or somewhere in between). You have unlimited attempts to earn at least an 80%, so you may take the post-test for each chapter as many times as you want. You must complete the Post-test for all chapters by 11:45 PM the night before the next class in order to receive credit.

Registering for MyMarketing Lab/Week 1 Assignment worth 30 points. The first week of class will work slightly differently than the other weeks, as it is critical that you get MyMarketing Lab set up right away. You will earn 30 points for registering for MyMarketing Lab. Please do not create a “new” account when upgrading from a temporary account, as your information from the temporary to the permanent account will be lost if you do this!

Other Material you will find on MyMarketing Lab

MyMarketing Lab is a good resource for you to find additional information that can help you master the course content or study for the exams. Your grades will also be posted on the MyMarketing Lab Gradebook, NOT on the Carmen Gradebook. For each chapter, you will notice that MyMarketing Lab offers the following optional material (that you are not required to use but are welcome to do so):

Interactive Lecture – These are power point slides with a “voice over” covering the same material presented in the e-text/hard copy of the textbook.

Flashcards – These are flashcards that you can generate to help you study for exams.

Tech Support/System Requirements for MyMarketing Lab

If you need technical support for MyMarketing Lab, you may contact their tech support directly via phone (800) 677-6337, Monday through Friday, Noon to 8PM EST. You also have access to their tech support online: http://www.mymktlab.com/Student_Support.

To see the system requirement to use MyMarketing Lab, please visit this site: http://www.mymktlab.com/System_Requirements NOTE: Follow the requirements for “MyMarketing Lab 2012/2013.”

Material you will find on Carmen/How to use Carmen for this course

MyMarketing Lab will be your primary website for this course. However, the slides for each in-class lecture will be posted on Carmen. Please note that these are “noteshells,” not the complete slides used in class. They are designed to assist you in note taking, but simply downloading the slides is not a substitute for attending class. These noteshells will be posted before each class session.

I will also use Carmen’s email system to contact you individually or as a group about the class (e.g., changes in the syllabus, assignments, etc.). It is your responsibility to make sure that emails sent via Carmen can reach you at an email address you check on a regular basis.

EXAM DAY PROCEDURE

Given the size of this class, it is necessary to establish a set of routine behaviors for the day of the exam - your cooperation here is necessary and appreciated. You must use a #2 (soft-lead) pencil.

Be sure to identify yourself on the exam answer sheet by your exact name (as it is recorded on OSU records) and by your OSU email number - you will be penalized if this information is incorrect or omitted on your answer sheet.

ABSOLUTELY NO SUBSTANTIVE QUESTIONS ABOUT THE EXAM MATERIAL WILL BE ANSWERED DURING THE TESTS - this is the only way to treat all students equally. If an exam question is unclear in some way, answer it as best as you can. If there is a procedural complication (missing questions, typographical errors, etc.), you can come quietly to the instructor for help.

All books, backpacks, etc. must be left out of sight during the exam. Second-language students may bring a translation dictionary (book form, not electronic) to use during the exam.

You'll probably want to record your answers directly on the exam to match them with the key. You must return the exam with your name on it at the same time you turn in your scantron form. Failure to return your exam with your name on it will result in a penalty of 10 points.

If a student behaves suspiciously during an exam, he or she will receive one warning; if this behavior is repeated, the student's exam will be confiscated and the student will be referred to the OSU Committee on Academic Misconduct. If you see suspicious behavior during an exam, please inform the instructor or a test monitor.

BE SURE TO BRING PHOTO ID to the exams, as you will not be permitted to turn in your test unless you have a photo ID with you.

You MUST take the exam in the section you are actually registered for and may not take it at a different time. It is also important that you arrive ON TIME for exams.

STUDENTS WITH DISABILITIES

Any student who feels she/he may need an accommodation based on the impact of a disability should contact me privately at the beginning of the semester to discuss your specific needs. The Office for Disability Services (at 614-292-3307 in room 150 Pomerene Hall) is available to help coordinate reasonable accommodations for students with documented disabilities.

EXTRA CREDIT OPPORTUNITIES

Much of the basic research you will learn about in BUS M&L 3250 and advanced marketing courses is conducted by faculty members at major universities like Ohio State. In order to carry out research projects, faculty members often ask undergraduate students to volunteer to serve as participants. Typical research projects include viewing and rating advertisements, obtaining student's perceptions and reactions to various marketing phenomena (special promotions, coupons, etc.), and having students use computers to search for information about new products or places to shop.

This semester, you will have the opportunity to earn up to 10 exam points via extra credit that will contribute to your final grade in the introductory marketing class you are taking (either BUS M&L 3150 or 3250).

You may only participate in a given study one time (though some studies may involve two sessions and may thus grant more extra credit than a one-session study). A number of different studies will be conducted during the semester. Each will have a unique name. Some studies will be conducted online (you will be given a URL when you sign up for the study). Others will be conducted in-person in various rooms around Fisher (typically in the Behavioral Research Lab on the 3rd floor of Mason). The studies vary in terms of the amount of time they take and the amount of extra credit they grant.

When you sign up for a study, it is very important that you note (1) whether the study takes place in-person or online, (2) the length of time the study will take (and the amount of extra credit it grants), and (3) the date, time, and place you are to attend the study if it is an in-person study. On the day of an in-person study it is very important that you arrive approximately 5 minutes early. Because instructions are given only at the beginning of each session, absolutely no one will be admitted late.

Extra credit study opportunities will typically begin during the second or third week of the semester and continue until the last week of scheduled classes. In addition to helping your grade in BUS M&L 3150 or 3250, participation in the studies will allow you to gain a better understanding of marketing and the research process.

In fairness to all other students in the course, you must make every possible effort to attend all extra credit studies for which you sign up. Students who are "no shows" for a given study will receive a penalty of 0.5 extra credit points for each study they miss. This penalty will be deducted from whatever points they earn during the semester. Students with a history of “no shows” may be blocked from signing up for any further studies.

Sign-ups for the extra credit studies will be posted on a website called the Marketing Extra Credit Sign-Up System. Instructions for accessing and using this site are on the following page.

MARKETING EXTRA CREDIT ONLINE SIGN-UP SYSTEM

Most of the extra credit opportunities will be announced via email, and students will sign up for these opportunities via an internet web site.

For registration:

1. Go to http://fisher-osu.sona-systems.com

2. Click on the “New Participant” link, which appears on the left side of the web page.

3. You must choose a user ID that is not already in use and also specify an email address that is not already registered in the system. User IDs may be up to 30 characters in length and contain letters and numbers.

Use your real FIRST and LAST name that is on record with your instructor to ensure that you receive your Marketing Extra Credit. For instance, do NOT use your middle name as your first name or a nickname – use your real first name (i.e., use the one that the TA’s will see in Carmen) or it may not be possible to connect your name to the extra credit you earn.

Make sure to use a working email address. We will use the address you supply to send you information about the studies for which you sign-up and to announce new studies.

4. You can then check the website for new extra credit opportunities that will be posted there.

5. When you see an extra credit opportunity for which you would like to sign up, please go to the “Study sign-up” link on the website and follow instructions.

6. Please read the FAQ on the website if you need additional information.

Reminders:

When you sign up for an in-person extra credit session, please arrive five minutes early to your scheduled session. Sessions begin at the scheduled time, and late arrivals will not be admitted.

Please do not sign up for an in-person session if you cannot attend. If you sign up for a session and fail to show, you will be penalized 0.5 extra credit points.

Not all students will earn 10 points of extra credit, as this is determined by availability of studies each semester.

Your extra credit points will be kept up to date on the Marketing Extra Credit Sign-up System throughout the semester. They will not be added to your grade in this course until the END of the semester. If you have any questions about the studies or your credit status during the semester, please contact the Behavioral Lab Manager (Stephanie Marshall, marshall_669@fisher.osu.edu), as your instructor will not have access to your extra credit points until the end of the semester and does not control when studies are offered.

HONOR CODE

Academic integrity is essential to maintaining an environment that fosters excellence in teaching, research, and other educational and scholarly activities. Thus, The Ohio State University and the Committee on Academic Misconduct (COAM) expect that all students have read and understand the University’s Code of Student Conduct and that all students will complete all academic and scholarly assignments with fairness and honesty. Students must recognize that failure to follow the rules and guidelines established in the University’s Code of Student Conduct and this syllabus may constitute “Academic Misconduct.”

The Ohio State University’s Code of Student Conduct (Section 3335-23-04) defines academic misconduct as: “Any activity that tends to compromise the academic integrity of the University, or subvert the educational process.” Examples of academic misconduct include (but are not limited to) plagiarism, collusion (unauthorized collaboration), copying the work of another student, and possession of unauthorized materials during an examination. Ignorance of the University’s Code of Student Conduct is never considered an “excuse” for academic misconduct, so I recommend that you review the Code of Student Conduct, specifically, the sections dealing with academic misconduct.

If I suspect that a student has committed academic misconduct in this course, I am obligated by University Rules to report my suspicions to the Committee on Academic Misconduct. If COAM determines that you have violated the University’s Code of Student Conduct (i.e., committed academic misconduct), the sanctions for the misconduct could include a failing grade in this course and suspension or dismissal from the University.

If you have any questions about the above policy or what constitutes academic misconduct in this course, please contact me.

COURSE CALENDAR AT A GLANCE*

Please note that the assignments shown are the assignments you are to complete AFTER attending the class session. In other words, attend class 1, and then complete the assignments

shown in the same row as class 1 in the table below by 11:45 PM the night before class 2.

Class Date Chapters Assignment to Complete AFTER the Class

PeriodPart 1: Defining Marketing and the Marketing Process

1 8/26 Chapters 1 and 2Register for MyMarketing Lab,

Assessment for Chapters 1 and 2,Preparation for Chapters 3 and 4

9/2 No class – Labor Day holiday -Part 2 : Understanding the Marketplace and Consumers

2 9/9 Chapters 3 and 4 Assessment for Chapters 3 and 4,Preparation for Chapters 5 and 6

3 9/16 Chapters 5 and 6 Assessment for Chapters 5 and 6,Preparation for Chapter 7

Part 3: Designing a Customer-Driven Strategy and Mix

4 9/23 Chapter 7 and Guest Speaker Assessment for Chapter 7,Preparation for Chapters 8 and 9

5 9/30 Chapters 8 and 9 Assessment for Chapters 8 and 9

6 10/7 Guest Speaker and Exam Review -

7 10/14 MID-TERM EXAM Preparation for Chapters 10 and 11

8 10/21 Chapters 10 and 11 Assessment for Chapter 10 and 11Preparation for Chapters 12 and 13

9 10/28 Chapters 12 and 13 Assessment for Chapters 12 and 13Preparation for Chapters 14 and 15

10 11/4 Chapters 14 and 15 Assessment for Chapters 14 and 15Preparation for Chapters 16 and 17

11/11 No class – Veteran’s Day holiday -

11 11/18 Chapters 16 and 17Assessment for Chapters 16 and 17

Preparation for Chapter 19*Note that we are skipping Chapter 18!

Part 4: Extending Marketing

12 11/25 Guest Speaker and Chapter 19 Assessment for Chapter 19Preparation for Chapter 20

13 12/2 Chapter 20 and Exam Review -FINAL EXAM

Friday, December 6, 4:00 PM – 5:45 PM

*Calendar is subject to change at the instructor’s discretion.All changes will be discussed in advance of the day affected.

DETAILED COURSE CALENDAR

Please note that the assignments shown are the assignments you are to complete AFTER attending the class session. In other words, attend class 1, and then complete the

“Assignments to complete after class” by 11:45 PM the night before class 2.

Part 1: Defining Marketing and the Marketing Process

Class 1, Monday, August 26

Chapter 1 (Marketing: Creating and Capturing Customer Value) Chapter 2 (Company and Marketing Strategy)

Assignments to complete after class (must be completed by 11:45 PM the night before class 2):

o Register for MyMarketing Lab (worth 30 points total). Please do not create a “new” account when upgrading from a temporary account, as your information from the temporary to the permanent account will be lost if you do this!

o Assessment for Chapters 1 and 2 (worth 10 points total) Video exercise for both chapters (“Zappos” for Chapter 1 and “OXO” for

Chapter 2) Simulation for both chapters (“What is Marketing?” for Chapter 1 and

“Strategic Marketing” for Chapter 2) Comprehensive exam for both chapters

o Preparation for Chapters 3 and 4 (worth 10 points total) Read text for both chapters Complete the Post-test in the Study Plan for both chapters by 11:45 PM

the night before class 2.

Part 2: Understanding the Marketplace and Consumers

Class 2, Monday, September 9 (no class on Monday, September 2)

Chapter 3 (Analyzing the Marketing Environment) Chapter 4 (Managing Marketing Information to Gain Customer Insights)

Assignments to complete after class (must be completed by 11:45 PM the night before class 3):

o Assessment for Chapters 3 and 4 (worth 10 points total) Video exercise for both chapters (“Ecoist” for Chapter 3 and “Domino’s

Pizza” for Chapter 4) Simulation for both chapters (“The Marketing Environment” for Chapter 3

and “Market Research” for Chapter 4) Comprehensive exam for both chapters

o Preparation for Chapters 5 and 6 (worth 10 points total) Read text for both chapters Complete the Post-test in the Study Plan for both chapters by 11:45 PM

the night before class 3.

Class 3, Monday, September 16

Chapter 5 (Consumer Markets and Consumer Buyer Behavior) Chapter 6 (Business Markets and Business Buyer Behavior)

Assignments to complete after class must be completed by 11:45 PM the night before class 4):

o Assessment for Chapters 5 and 6 (worth 10 points total) Video exercise for both chapters (“Goodwill” for Chapter 5 and “Eaton”

for Chapter 6) Simulation for both chapters (“Consumer Behavior” for Chapter 5 and

“B2B” for Chapter 6) Comprehensive exam for both chapters

o Preparation for Chapter 7 (worth 10 points total) Read text for Chapter 7 Complete the Post-test in the Study Plan for Chapter 7 by 11:45 PM the

night before class 4.

Part 3: Designing a Customer-Driven Strategy and Mix

Class 4, Monday, September 23

Chapter 7 (Customer-Driven Marketing Strategy: Creating Value for Target Customers) GUEST SPEAKER: Jenna Algie, Assistant Brand Manager at Scotts Lawn Care

Assignments to complete after class (must be completed by 11:45 PM the night before class 5):

o Assessment for Chapter 7 (worth 10 points total) Video exercise for Chapter 7 (“Boston Harbor Cruises”) Simulation for Chapter 7 (“Segmenting, Targeting, and Positioning”) Comprehensive exam for Chapter 7

o Preparation for Chapters 8 and 9 (worth 10 points total) Read text for both chapters Complete the Post-test in the Study Plan for both chapters by 11:45 PM

the night before class 5.

Class 5, Monday, September 30

Chapter 8 (Product Services, and Brands: Building Customer Value) Chapter 9 (New-Product Development and Product Life-Cycle Strategies)

Assignments to complete after class (must be completed by 11:45 PM the night before class 6):

o Assessment for Chapters 8 and 9 (worth 10 points total) Video exercise for both chapters (“Life is Good: Products, Services, and

Brands” for Chapter 8 and “Subaru America” for Chapter 9) Simulation for both chapters (“Service Marketing” for Chapter 8 and

“Product Life Cycle” for Chapter 9) Comprehensive exam for both chapters

o NO PREPARATION ASSIGNMENT, but start studying for exam so you can bring questions to exam review session.

Class 6, Monday, October 7

GUEST SPEAKER (Zach Weprin, Fusian Restaurants)Exam Review

Assignments to complete after class: Study for Mid-term Exam

Class 7, Monday, October 14 – MID-TERM EXAM

Assignments to complete after class (must be completed by 11:45 PM the night before class 8):

o Preparation for Chapters 10 and 11 (worth 10 points total) Read text for both chapters Complete the Post-test in the Study Plan for both chapters by 11:45 PM

the night before class 8.

Class 8, Monday, October 21

Chapter 10 (Pricing: Understanding and Capturing Customer Value)Chapter 11 (Pricing Strategies: Additional Considerations)

Assignments to complete after class (must be completed by 11:45 PM the night before class 9):

o Assessment for Chapters 10 and 11 (worth 10 points total) Video exercise for both chapters (“Smashburger” for Chapter 10 and

“Hammerpress” for Chapter 11) Simulation for both chapters (“Pricing” for Chapter 10 and “Pricing

Strategies” for Chapter 11) Comprehensive exam for both chapters

o Preparation for Chapters 12 and 13 (worth 10 points total) Read text for both chapters Complete the Post-test in the Study Plan for both chapters by 11:45 PM

the night before class 9.

Class 9, Monday, October 28

Chapter 12 (Marketing Channels: Delivering Customer Value)Chapter 13 (Retailing and Wholesaling)

Assignments to complete after class (must be completed by 11:45 PM the night before class 10):

o Assessment for Chapters 12 and 13 (worth 10 points total) Video exercise for both chapters (“Gavina Gourmet Coffee” for Chapter

12 and “HSN: Retailing and Wholesaling” for Chapter 13) Simulation for both chapters (“Supply Chain” for Chapter 12 and

“Retailing/Wholesaling” for Chapter 13) Comprehensive exam for both chapters

o Preparation for Chapters 14 and 15 (worth 10 points total) Read text for both chapters Complete the Post-test in the Study Plan for both chapters by 11:45 PM

the night before class 10.

Class 10, Monday, November 4

Chapter 14 (Communicating Customer Value: IMC Strategy)Chapter 15 (Advertising and Public Relations)

Assignments to complete after class (must be completed by 11:45 PM the night before class 11):

o Assessment for Chapters 14 and 15 (worth 10 points total) Video exercise for both chapters (“OXO” for Chapter 14 and “E*Trade”

for Chapter 15) Simulation for both chapters (“IMC” for Chapter 14 and “Advertising” for

Chapter 15) Comprehensive exam for both chapters

o Preparation for Chapters 16 and 17 (worth 10 points total) Read text for both chapters Complete the Post-test in the Study Plan for both chapters by 11:45 PM

the night before class 11.

Class 11, Monday, November 18 (no class on Monday, November 11)

Chapter 16 (Personal Selling and Sales Promotion)Chapter 17 (Direct and Online Marketing: Building Direct Customer Relationships)

Assignments to complete after class (must be completed by 11:45 PM the night before class 12):

o Assessment for Chapters 16 and 17 (worth 10 points total) Video exercise for both chapters (“Medtronic” for Chapter 16 and “HSN:

Direct and Online Marketing” for Chapter 17) Simulation for both chapters (“Personal Selling” for Chapter 16 and

“Online Marketing” for Chapter 17) Comprehensive exam for both chapters

o Preparation for Chapter 19 (worth 10 points total) Read text for Chapter 19 Complete the Post-test in the Study Plan for chapter 19 by 11:45 PM the

night before class 12. NOTE THAT WE ARE SKIPPING CHAPTER 18!

Part 4: Extending Marketing

Class 12, Monday, November 25

GUEST SPEAKER (Jeremy Jacobs, Resource)Chapter 19 (The Global Marketplace)

Assignments to complete after class (must be completed by 11:45 PM the night before class 14):

o Assessment for Chapter 19 (worth 10 points total) Video exercise for Chapter 19 (“Marketing a Movie Globally”) Simulation for Chapter 19 (“Global Marketing”) Comprehensive exam for Chapter 19

o Preparation for Chapter 20 (worth 10 points total) Read text for Chapter 20 Complete the Post-test in the Study Plan for Chapter 20 by 11:45 PM the

night before class14.o Start studying for exam so you can bring questions to exam review session.

Class 13, Monday, December 2

Chapter 20 (Sustainable Marketing: Social Responsibility and Ethics)Exam Review

o NO PREPARATION OR ASSESSMENT ASSIGNMENTS, study for final exam

Friday, December 6, FINAL EXAM, 4:00 PM – 5:45 PM